Marketing Research on Fruit Branding: The Case of the Pear Club Variety "Angelys"

Fruit branding is recently raising a growing interest in the fruit business. Brands have been used for certain fruits since a very long time (e.g., bananas, pineapples, apples), but in the last years it has been paired with the release of new fruit varieties, as a tool for protection and use of the results of plant breeding. This study is aimed at illustrating a case of collaboration between a fruit marketing company and a team of academic marketing researchers, who worked together to explore the interest, perception, and preference of consumers for a new pear cultivar that has been branded with the registered name “Angelys.”